Identity 11 - (n)
Pronunciation: I-'den-t&-tE, &-, -'de-n&- i-'le-v&n
The state of being aware of your own unique potential and talents to the end of personal success/achievement.

11 just started showing up... on the clock (1:11, 11:11) on receipts, here and there, and in more than just a coincidental way. It was just happening too often. What could it mean? An anxious search commenced and revealed various pieces of information about this phenomenon ranging from "guardian angels","cosmic reminders", "power numbers", those chosen to "spread the light and lead the way" and so on.

After weeding out all the wacky bits it was clear that 11 was a sign, a reminder to remember who we are, what we're about and maximize the potential that we possess. It's a calling to make the pursuit of personal success and satisfaction part of our identity.

In 2007, after seeing enough of the signs, and with a little help from some friends it was time to do just that...separate from the pack and achieve something we could feel excited about. We decided to combine our love of art, photography and fashion to create a new brand of clothing, something people could wear and be inspired by. Identity 11 was born.

Identity 11 is all about believing in yourself, embracing your unique talents and offering something to the world. What better way to remind yourself than to wear it on your shirt!